International journal on online consumer marketing <Journal of Research in Interactive Marketing (JRIM)>

Won “Outstanding paper” at the 2023 Literati Award

Analysis and research on the process of purchasing products used or advertised by influencers

[February 07, 2024]

<From the left, Research Professor Dingti Kamtu and Professor LEE Yun-jae>

 Professor LEE Yun-jae (44) of YU Department of Business Administration and Research Professor Dingti Kamtu (31) published a paper through Journal of Research in Interactive Marketing (JRIM), a renowned international journal related to online consumer marketing (impact factor (IF) 10.18, top 13.3%) and won Outstanding Paper Award at the 2023 Literati Award.

The paper was published by Professor LEE Yun-jae and Research Professor Dingti Kamtu under the title, “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers.Research shows that SNS users' desire to be like influencers leads to social comparison, where they compare themselves to others, and in the process of comparison, they develop fear of being left out by others (FOMO: fear of missing out) and materialism. It was confirmed whether the reinforcement leads to the purchase of products used or advertised by the influencer.

Professor LEE said, “This study provided insight into consumer culture and how products are selected in the current communication environment, and showed that psychological factors such as materialism and fear of alienation (FOMO) influence consumer behavior and consumption practices. We confirmed that it would be given.”

In addition, Professor LEE is conducting various research on consumer behavior in social media. Research is also underway on how social media users share brand-related content and create posts, as well as the spread of materialism and social comparison online.